Marketing Allocations Shifting in ’09

July 1, 2009

It may come as no surprise, but according to a survey of U.S. business-to-business marketers, dollars budgeted for a wide range of marketing tactics are quickly shifting into digital territory.

As Steve Ellis reports in his blog at, the following are some of the budget winners and losers so far this year, and the percent of the increase or decrease.


+47% — Company Web site
+47% — Search marketing
+42% —Online video, podcasts, or rich media
+41% — Webinars, webcasts


-48% — Radio
-43% — Tradeshows, conferences (in person)
-54% — Outdoor media
-55% — Print advertising
-40% — Sponsorships
-51% — TV advertising


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.